Using the social media hashtag #ThrowbackThursday as inspiration, Expedia is launching a new marketing campaign that runs through the end of summer.

Expedia is giving away free trips to travelers that follow Expedia on Instagram or Twitter and tag their photos on either platform with @Expedia and #ThrowMeBack. A winner will be chosen at random each week.

Expedia, more than any of its other online travel agency peers, has demonstrated a sustained interest in inserting itself into as many online conversations about travel as possible. In this case it is also crowdsourcing content with every hashtagged photo.

“Many #tbt photos capture favorite travel memories,” says Vic Walia, senior director brand marketing at Expedia. “This is why Expedia wanted to integrate with this social trend and give people the opportunity to reconnect with these memories and create new ones.”

Photo Credit: Expedia highlights fan's #throwbackthurday photos in this summer promotion. Expedia / YouTube